The soft drink market is complex. It’s so easy to get lost in the crowd. And with a new drink appearing seemingly every other minute, it’s easy for an older brand to be overlooked and the next “big thing” muscles in.

Coca-Cola’s Sprite and WPP Open X (led by Ogilvy) have fought back. Sprite has attached itself to the global spicy food trend (especially among key target market, Gen Z), presenting its fizz as the accessory to the burn for those who say, “no fire, no feeling”. Gen Z goes for spicy food at least once a week, (according to research).

The campaign, Hurts Real Good, has a hero film with a big claim, “True spicy lovers drink Sprite”, and the creative madness Gen Z loves by Hamlet directing duo, Julien et Quentin.

…and a vast campaign that tracks down Gen Z-ers in the places they love to hang out. It includes global brand partnerships, talent collaborations, and festival experiences.

Those global brand partnerships feature spicy food brands Gen Z already loves – Buldak Fried Noodles, Takis (super-spice tortilla chips and nuts), McDonald’s (a collab McSpicy menu)…and music artist Karina of super-hot K-POP group, aespa, who is featured in hero film and OOH as Sprite’s brand ambassador in Korea.

There’s also an interactive Tik-Tok game that challenges spicy lovers to use their voice to take on the thrill by bringing Sprite and spice together.

The campaign’s full team includes Ogilvy PR, VML, EssenceMediacom, and Texan agency, Subvrsive.